TY - JOUR
AU - Lewis,Randall
AU - Rao,Justin M.
AU - Reiley,David H.
TI - Measuring the Effects of Advertising: The Digital Frontier
JF - National Bureau of Economic Research Working Paper Series
VL - No. 19520
PY - 2013
Y2 - October 2013
DO - 10.3386/w19520
UR - http://www.nber.org/papers/w19520
L1 - http://www.nber.org/papers/w19520.pdf
N1 - Author contact info:
Randall A. Lewis
1600 Amphitheatre Parkway
Mountain View, CA 94043
Tel: 312-RA-LEWIS
E-Mail: randallalewis@gmail.com
Justin Rao
Microsoft Research
641 Avenue of the Americas, 7th Floor
New York, NY 10011
E-Mail: justinra@microsoft.com
David H. Reiley, Jr.
Google, Inc.
1600 Amphitheatre Parkway
Mountain View, CA 94043
Tel: 510-516-3266
E-Mail: david@davidreiley.com
M1 - published as Randall Lewis, Justin M. Rao, David H. Reiley. "Measuring the Effects of Advertising: The Digital Frontier," in Avi Goldfarb, Shane Greenstein, and Catherine Tucker, editors, "Economic Analysis of the Digital Economy" University of Chicago Press (2014)
M3 - presented at "The Economics of Digitization: An Agenda", June 6-7, 2013
AB - Online advertising offers unprecedented opportunities for measurement. A host of new metrics, clicks being the leading example, have become widespread in advertising science. New data and experimentation platforms open the door for firms and researchers to measure true causal effects of advertising on a variety of consumer behaviors, such as purchases. We dissect the new metrics and methods currently used by industry researchers, attacking the question, "How hard is it to reliably measure advertising effectiveness?" We outline the questions that we think can be answered by current data and methods, those that we believe will be in play within five years, and those that we believe could not be answered with arbitrarily large and detailed data. We pay close attention to the advances in computational advertising that are not only increasing the impact of advertising, but also usefully shifting the focus from "who to hit" to "what do I get."
ER -